This significant promotional push sees an original campaign creative, with the tagline ‘Escape Into Fashion’, kick off this week on LCD screens across central London underground stations. The video and stills for the creative were shot by photographer Karen Collins and feature model Cris Herrmann, who opened the Celine autumn/winter 2013 show and is one of the biggest stars to emerge on the catwalk in 2013.
Never Underdressed, edited by former elleuk.com editor Carrie Tyler, is an upmarket fashion destination aimed at time-pressed working women. It is an exclusively digital brand designed to work across all devices from phone to desktop with no print element planned. The above-the-line campaign follows a five-week period during which the site has been fully operational at neverunderdressed.com. The service aims to capture all the speed and energy of web content with the glossy appeal and luxury values that make traditional print monthlies so effective.
According to Shortlist Media, Never Underdressed has already engaged a large and growing audience for its news, features and bespoke fashion and beauty shoots, incorporating both still and moving-image photography.
The outdoor campaign is running in 75 LCD London tube station locations, on 20 LCD screens across Westfield White City and Stratford centres with a strong presence in The Village, and a two-week takeover of Site 76, the iconic digital LED screen on the M4. In addition, Never Underdressed is also being backed with a heavyweight press campaign in sister title, Stylist magazine, including an issue takeover on 26 June, and will also be supported with digital creative on stylist.co.uk and Emerald Street. Examples of the creative can be seen here.
Publisher Lucy Alexander says: “The response from the market has been incredible. We are delighted to have had several brands partner with Never Underdressed from the start. NET-A-PORTER was our first advertiser to come on board – a brand whose values fit perfectly with ours. The NET-A-PORTER campaign was built responsively – adapting to any screen resolution, and beautifully showcased Never Underdressed’s bespoke, high-impact ad formats.”
